Digital marketing for Massachusetts businesses
Across 4 Massachusetts cities, people make about 6,710 Google searches a month for a plumber, a dentist or a personal injury lawyer, and Boston accounts for 66% of them. Adwortise works remotely with Massachusetts businesses and plans their marketing city by city from this data.
- Search data for 4 Massachusetts cities, compared side by side
- Remote team with one dedicated manager and one monthly report
- SEO packages from $500 per month on a six-month term
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- 6,710monthly searches tracked in 4 cities
- 66%of tracked demand is in Boston
- $74highest legal cost per click: Worcester
- 1 managerdedicated to your account
Explained
How does Adwortise work with Massachusetts businesses?
Adwortise works remotely with Massachusetts businesses from its base in Pakistan, so there is no Massachusetts office. Plans are made city by city, because demand, competition and click costs differ from one Massachusetts city to the next.
Massachusetts has an economy built on universities, healthcare, biotechnology, technology and financial services. The chart compares monthly searches for three everyday services across 4 Massachusetts cities.
Tracked searches · Massachusetts
- Boston4,420
- Worcester1,030
- Lowell820
- Cambridge440
City comparison
Where is local search demand concentrated in Massachusetts?
Boston accounts for 66% of the searches we track across 4 Massachusetts cities, and Worcester for 15%.
Three searches are counted for each city: plumber, dentist and personal injury lawyer. How the data was collected.
| City | Plumber | Dentist | Personal injury lawyer | Lawyer cost per click | Share of tracked searches |
|---|---|---|---|---|---|
| Boston | 720 | 2,400 | 1,300 | $71.40 | 66% |
| Worcester | 140 | 720 | 170 | $73.90 | 15% |
| Lowell | 390 | 260 | 170 | — | 12% |
| Cambridge | 140 | 260 | 40 | — | 7% |
Strategy
What does the data mean for a Massachusetts business?
Four findings stand out in the Massachusetts figures.
- One market leads: Boston
- Boston holds 66% of tracked searches, more than the other 3 cities combined. A statewide plan starts there and adds the smaller cities one at a time.
- Most expensive legal click: Worcester
- One click on a personal injury lawyer search costs about $74 in Worcester, against $71 in Boston. Ad budgets should be set city by city, not for the state as a whole.
- Easiest city to rank in: Cambridge
- Average ranking difficulty across the three searches is 17 out of 100, the lowest of the 4 cities. Boston is the hardest at 44.
- Most searched service: dentist
- Across the 4 cities, dentist searches total 3,640 a month, ahead of personal injury lawyer at 1,680 and plumber at 1,390.
Services
Which services fit a business that covers Massachusetts?
A business that serves more than one Massachusetts city needs each location to rank on its own without competing with the others.
- Local SEO. One page and one Google Business Profile for each city the business really serves, starting with Boston.
- Franchise and multi-location SEO. A shared structure for branches in several Massachusetts cities, so that two locations never target the same search.
- Google Ads. Separate campaigns and budgets by city, because the same legal click costs $74 in Worcester and $71 in Boston.
- SEO for statewide and online businesses. For companies that sell across Massachusetts without a local service area, planned from a topical map of what they sell, not from city names.
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Local market
What is different about marketing in Massachusetts?
Greater Boston dominates the state, but it is made up of many separate cities and towns, and people search by the name of their own town. Worcester and the west of the state are separate markets.
Massachusetts is on Eastern Time.
Detailed search data for seven services is published for Boston.
Pricing
How much does marketing for a Massachusetts business cost?
SEO packages start at $500 per month for one market, on a six-month minimum term. A business that needs to rank in Worcester and Lowell as well as Boston needs more pages than a single-market plan covers, and is quoted after a free audit. See pricing.
Frequently asked questions
Is Adwortise based in Massachusetts?
No. Adwortise is based in Pakistan and works remotely. Massachusetts is on Eastern Time.
Which Massachusetts city has the most local search demand?
Of the 4 cities we track, Boston has the most, with 4,420 monthly searches for a plumber, a dentist and a personal injury lawyer combined. Worcester is second with 1,030.
Do I need a separate page for every Massachusetts city I serve?
Only for cities where you really work and can say something specific: the services offered there, real jobs and local conditions. Pages that differ only in the city name are treated as doorway pages and can hurt the whole site.
How much does a click cost for a personal injury lawyer in Massachusetts?
Estimated costs per click range from $71.40 in Boston to $73.90 in Worcester. The median across the 30 cities we track nationally is $98.